Biotheia

About Biotheia

Biotheia are a life sciences marketing consultancy that help life science and biotech companies activate their marketing function so they can grow, rapidly. They provide support to companies that do not need to hire a full-time marketing director but require director-level expertise. Biotheia is run by Teja Sirec, who has 15 years of life sciences experience and has marketed products and services to academia, biotech companies, pharma & biopharma and contract organisations.

Teja has a PhD in life sciences and is a Chartered Marketer. She focuses on building strong strategic foundations and pragmatic marketing plans that supports building marketing assets and the scaling of marketing activity.

Background

Biotheia did not have a website to showcase the fractional marketing support services that they provide to life science companies. They had been working on building their LinkedIn presence and established a strong presence there but did not have a dedicated website to direct potential clients to. Biotheia’s founder, Teja, was considering a range of different options for the website and had not decided on the platform to use.

Teja was looking for a website that will provide key information about the services that Biotheia provides while also showcasing her deep experience at marketing director level in the life sciences and biotech sectors. Teja was looking for a client-focused website with a modern design that included a range of engaging calls to action (CTAs). The website would consist of 5 pages initially but would need to be able to expand and support the future growth of Biotheia.

Biotheia needed a professional digital marketing company that could create a modern client-focused website that would appeal to life science companies. As Biotheia did not have an existing website, there was a requirement to build something from the ground up and establish a modern and logical layout, navigation and website structure.

Biotheia required a digital marketing partner that specialised in WordPress web design services and had experience of designing and developing commercially focused B2B websites.

Our Solution

After meeting Liam through the Chartered Institute of Marketing (CIM), Teja contacted VIP IT via LinkedIn and arranged a free consultation to discuss some of the website options she was considering. During the free consultation, we provided advice in relation to suitable CMS platforms, website structure, website hosting and SEO. Following the consultation, we prepared a detailed WordPress website design and one-off SEO service quote for Teja to consider.

The initial work on Biotheia’s website began, starting with specialist advice on the website hosting.

Advising On Website Hosting

Biotheia already had an email system with a well-known online provider, and Teja wanted to keep the systems with a single provider. So, VIP IT recommended a suitable WordPress website hosting package with the existing provider.

By opting to host the new website with the existing provider, we were able to avoid excessive DNS changes and reduce the time and complexity involved with the website hosting setup. We configured the WordPress website hosting and progressed onto the next stage of the project.

Online Project Management & Responsive Communication

In order to ensure that the Biotheia WordPress website and SEO project was managed effectively, we set up an online project board to coordinate the various stages involved. The website and SEO project followed Agile project management principles and used a staged review process to allow feedback and approval on a page-by-page basis, rather than waiting until the end of the project. This accelerated the review process and allowed improvements made on one page to be reflected in others.

We provided regular updates on progress through a combination of our chosen project management platform, email and Biotheia’s SharePoint, which was also used to share and collaborate on website assets including website text/copy and images. Teja was able to see an up-to-date view of progress through the platform and track the project as it progressed.

In addition to the project management, we provided responsive communication to Teja throughout the project, mostly via email but also via Teams meetings when required. By working with Liam, a fellow Chartered Marketer and marketing professional, communications about marketing principles and concepts were seamless and many marketing elements were introduced into the project. This helped to deliver a standout result in the final website design.

Smart Functionality & WordPress Integrations

Not only was the new website built with a modern design, it also had great functionality at its core. We seamlessly integrated contact forms, an email marketing platform, re-targeting codes, user behaviour tools and Google Analytics 4 (GA4). Tracking is critical to the success of every form of digital marketing, so getting it right has never been more important. Our Chartered Institute of Marketing (CIM) trained Google Analytics specialist was able to set up GA4 in accordance with best practice to ensure that valuable user data is captured to inform future website changes and improvements.

Professional WordPress Web Design

As soon as the website project was underway, we requested login details for Google accounts and hosting platforms so we could set up WordPress and build a temporary under construction page. As there was no existing website in place, the Biotheia website was developed on a live domain with an under-construction page to display to any website visitors. This page included a short introduction and key information, so that any prospective clients could get in touch while the website was being built.

Delivering a website that provides a great user experience – with fast page loading speed and a fluid responsive design – is key for all B2B companies and it was something that Biotheia also required. To deliver this, we used our preferred, industry-leading website platform. The platform achieves the perfect balance between functionality, usability and speed, which many other WordPress platforms and page builders rarely achieve. It also boasts a user-friendly drag & drop editor that can be used to quickly and easily update the website post-launch.

We developed a number of initial designs for the website header, footer and key website pages in accordance with Biotheia’s brand guidelines and the agreed website plan. These designs were sent to Teja for her review and approval at regular intervals to allow small regular changes to be made as each stage of the project progressed. By collaborating closely with Teja, we were able to make changes throughout the project rather than waiting until the end to make a significant volume of changes, which could have delayed the launch of the Biotheia website.

Throughout the design and development of the website, we provided our professional input and advice on all aspects of the website – from its layout and design through to the use of plugins and WordPress features.

Google Analytics 4 (GA4) Integration

Digital analytics and tracking user journeys is now more important than ever and collecting analytics data that would help inform future improvements and changes to the website was crucial for Biotheia. As part of the initial free consultation, Liam recommended using GA4 to track website performance.

We set up a new GA4 property in accordance with Google best practice and integrated it directly into the new Biotheia website. As a Chartered Institute of Marketing (CIM) trained Google Analytics 4 specialist, Liam was able to set up GA4 properly to ensure that valuable user data is captured from the launch of the website onwards. We also dedicated time to testing the integration and ensuring that data was being collected successfully.

Careful Use Of WordPress Plugins

WordPress plugins can be a great way to introduce new functionality to a business website. However, they have the potential to cause compatibility and website performance issues if they are not chosen carefully. The extensive features of our chosen industry-leading website platform help us to minimise the use of plugins, as the platform provides many features that might otherwise require plugins.

As a result of this, the finished Biotheia website uses fewer than 6 plugins and is able to maintain exceptional compatibility and website performance. This delivers an excellent user experience to their potential clients in terms of the website page load speeds and responsivity, and it is also very beneficial for SEO. By using plugins carefully, there is ample scope for further plugins to be introduced at a later date should Biotheia require functionality that the website platform cannot deliver.

Focused One-Off WordPress SEO

Biotheia recognised the importance of gaining visibility in search engines for their new website and Teja also agreed to a one-off SEO service, which was mostly completed after the launch of the new website. Our one-off SEO service has been designed to prepare new websites for SEO success with a compact yet focused programme of search engine optimisation.

The SEO service started with in-depth keyword research and analysis to identify suitable keywords to target throughout the website. We identified around 180 keywords, which were considered for inclusion on the website. After a keyword review and consultation call with Teja, this was refined down to a total of 38 keywords. From this list, 17 keywords were designated as high priority.

Following on from the keyword research, we prepared optimised meta data for each of the website pages. This was sent to Teja for her approval before being added into the website. Biotheia also supplied page copy to VIP IT, which we optimised to make it as search engine friendly as possible.

By working closely with Teja, we were able to strike a good balance between optimising the content for search engines and retaining Biotheia’s unique tone of voice and communication style in the text. In order to further enhance search engine visibility, there are plans to expand the number of website pages to increase the breadth of content and provide further valuable opportunities for optimisation.

The Results

Biotheia are delighted with the design of their website. Despite the website only having recently been launched, Teja has received many positive comments from other life science professionals, including those within the life science marketing area. The new website successfully showcases the fractional life science marketing services that they provide to clients. The excellent user experience and attractive design will help attract target clients, while the SEO will drive valuable visibility in search engines.

Post-launch VIP IT, continues to deliver website support to Biotheia as part of the six months of website updates and support that we include with new websites developed as part of our WordPress web design services. There are already plans for Biotheia to expand their website with additional pages as part of a future project, which will improve their online presence further.